PERAN INOVASI PRODUK MEMEDIASI ORIENTASI PASAR TERHADAP KINERJA PEMASARAN (Studi pada Usaha Mikro, Kecil dan Menengah Pie Susu di Kota Denpasar)
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh orientasi pasar terhadap kinerja pemasaran yang dimediasi dengan inovasi produk. Penelitian ini berlokasi di Kota Denpasar melibatkan 30 responden yang bertindak sebagai pemilik atau manajer UMKM Pie Susu. Purposive sampling digunakan sebagai metode pengumpulan data. Pengumpulan data dilakukan melalui penyebaran kuesioner. Analisis jalur (path analysis) dan uji Sobel adalah teknik analisis data yang digunakan dalam penelitian ini. Hasil yang ditemukan dalam penelitian ini adalah terbukti inovasi produk sebagai variabel mediasi pengaruh orientasi pasar terhadap kinerja pemasaran. Berdasarkan hasil penelitian, dapat disimpulkan dengan dan inovasi produk mampu memediasi secara penuh pengaruh orientasi pasar terhadap kinerja pemasaran.
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References
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Sugiyono, 2014, Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, dan R&D), Bandung: Alfabeta,
Sumiati, 2015, Pengaruh Strategi Orientasi Wirausaha dan Orientasi Pasar Pengaruhnya terhadap Kinerja Perusahaan UMKM di Kota Surabaya , Jurnal Ilmu Ekonomi & Manajemen, 1(1), hal, 31 - 44 31
Theoharakis, V,, Hooley, G, 2008, Customer Orientation and Innovativeness: Differing Roles in New and Old Europe, International Journal of Research in Marketing, 25, pp: 69-79,
Utama, Made Suyana, 2014, Aplikasi Analisis Kuantitatif, Denpasar: CV, Sastra Utama,
Utamaningsih, A,, 2016, Pengaruh Orientasi Pasar, Inovasi, dan Kreativitas Strategi Pemasaran terhadap Kinerja Pemasaran pada UKM Kerajinan Rotan di Desa Teluk Wetan, Welahan, Jepara, Jurnal Media Ekonomi dan Manajemen, 31(2), hal, 2503-4460
Zainul, M,, Endang, S, A,, Zainul, A,, dan Hamidah, N U, 2016, The Effect of Market Orientation Toward Organizational Learning, Innovation, Competitive Advantage, and Corporate Performance (A
Atalaya, M,, Anafarta, N,, and Sarvanc, F,, The Relationship Between Innovation and Firm Performance: an Empirical Evidence From Turkish Automotive Supplier Industry, Procedia - Social and Behavioral Sciences, 75, pp: 226-235
Bakti, S,, Harniza, H, 2011, Pengaruh Orientasui Pasar dan Nilai Pelanggan terhadap Kinerja Pemasaran Maskapai Penerbangan Lion Air, Jurnal Manajemen Pemasaran Modern, 3 (1), pp: 1-15
Cahyo, R, J,, dan Harjani, D, 2013, Analisis Inovasi Produk pada Sektor Usaha Formal dan Informal di Jawa Timur, AGORA,1 (3),
Chaston, I, dan Scott, G, J, 2012, Enterpreneurship and Open Innovation in an Emerging Economy, Journal of Management Decision, 50 (7): pp 1161-1177,
Chuwiruch, N, 2014, Market Innovation Strategy and Market Perfomance: A Concceptual Framework, Proceedings of the Academy of Marketing Studies, 19 (2), pp: 82-93
Dinas Perindustrian dan Perdagangan Provinsi Bali, 2015, Data Usaha Kecil dan Menengah Provinsi Bali, Denpasar
Hartanty, I, T,, Alifah, R, 2013, Peningkatan Kinerja Pemasaran melalui Optmalisasi Keunggulan Bersaing, Jurnal Ekobis, 14 (2), hal, 72-89
Haryanto, A, T,, Tulus, H,, dan Hunik, S, R, S, 2017, Market Orientation, Learning Orientation and Small Medium Enterprises Performance:The Mediating Role of Innovation, International Review of Management and Marketing, 7(1), pp: 484-491,
Herrero, A., H. San, M., dan J. Collado. 2017. Market Orientation and SNS Adoption for Marketing Purposes in Hospitality Microenterprises. Journal of Hospitality and Tourism Management. 34. pp: 30-40
Jabeen, R,, Jamal, M, E, A,, and Khaldoun, A, M, L, 2013, Antecedents of Firm’S Performance, Empirical Evidence from Yemeni Sme’S, American Journal of Economics, 3(1), pp: 18-22
Jhonson, A, J,, Dirbell C, C,, and Hansen E, 2009, Mar¬ket Orientation, Innovativeness, and Perfor¬mance of Food Companies, Journal of Agri-business, 27(2), pp: 85-106,
Jyoti, J,, dan Sharma, J, 2012, Impact of Market Orientation on Business Performance: Role of Employee Satisfaction and Customer Satisfaction, Vision, 16(4), pp: 297-313,
Muangkhot, S,, Praprukbaramee, U, 2015, Strategic Marketing Innovation and Marketing Performance: An Empirical Investigation of Furniture Exporting Businesses in Thailand, The Business and Management Review, 7(1), pp: 189-205
Nasution, A, A, 2014, Analisis Kinerja Pemasaran PT, Alfa Scorpii Medan, Jurnal Riset Akuntansi dan Bisnis, 14(1), hal, 1-14
Nur, N,N,, Surachman,, U, S,, and Djumahir, 2014, Entrepreneurship Orientation, Market Orientation, Business Strategy, Management Capabilities On Business Performance; Study At Small And Medium Enterprise Printing In Kendari, International Journal of Business and Management Invention, 3(12), pp: 8-17
Ozsahin, M., Cemal, Z., A.Zafer, A., Melike, K, S. 2013. The Effects of Leadership and Market Orientation on Organizational Commitment. Procedia - Social and Behavioral Sciences. 99. pp: 363 – 372
Parkman, I, D,, Holloway, S, S,, and Sebastio, Helder, 2012, Creative Industries: Aligning Entrepreneurial Orientation and Innovation Capacity, Journal of Research in Marketing and Entrepreneurship, 14(1), pp: 95-114
Pramesti, N, M, V,, dan I,G,A,K, Giantari, 2016, Peran Orientasi Pasar Memediasi Pengaruh Orientasi Kewirausahaan terhadap Kinerja UKM Industri Kain Endek, E-Jurnal Manajemen Unud, 5(9), hal, 5754-5782
Putri, P, I, P, P,, N,N, Kerti Yasa,, dan I, K, Rahyuda, 2016, The Role of Innovation in Mediating Market Orientation to Company Perfomance, Jurnal Dinamika Manajemen, 7(2), pp: 105-116,
Quantananda, E,, Bambang, H, 2015, Pengaruh Orientasi Kewirausahaan pada Perusahaan Makanan dan Minuman di Surabaya, Jurnal Agro, 3(1), hal, 706-715
Rustiarini, N, W,, A, A, Dwi Widyani, 2016, Pembinaan Aspek Manajemen pada Kelompok Usaha Oleh-Oleh Khas Bali, Jurnal Bakti Saraswati, 4(2), hal, 128-137
Ryiadi, N, A,, N, Y, Kerti Yasa, 2016, Kemampuan Inovasi Memediasi Pengaruh Orientasi Kewirausahaan terhadap Kinerja Produk IMK Sektor industri Makanan di Kota Denpasar, E-Jurnal Manajemen Unud, 5(3), hal: 1915 – 1941
Subroto, A, 2013, Pengaruh Market Orientation terhadap Service Quality, Statisfiction dan Loyalty Pelanggan Toko Buku Gramedia di Jawa Timur, Jurnal Manajemen dan Kewirausahaan, 5(1), hal, 41-52
Sugiyono, 2014, Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, dan R&D), Bandung: Alfabeta,
Sumiati, 2015, Pengaruh Strategi Orientasi Wirausaha dan Orientasi Pasar Pengaruhnya terhadap Kinerja Perusahaan UMKM di Kota Surabaya , Jurnal Ilmu Ekonomi & Manajemen, 1(1), hal, 31 - 44 31
Theoharakis, V,, Hooley, G, 2008, Customer Orientation and Innovativeness: Differing Roles in New and Old Europe, International Journal of Research in Marketing, 25, pp: 69-79,
Utama, Made Suyana, 2014, Aplikasi Analisis Kuantitatif, Denpasar: CV, Sastra Utama,
Utamaningsih, A,, 2016, Pengaruh Orientasi Pasar, Inovasi, dan Kreativitas Strategi Pemasaran terhadap Kinerja Pemasaran pada UKM Kerajinan Rotan di Desa Teluk Wetan, Welahan, Jepara, Jurnal Media Ekonomi dan Manajemen, 31(2), hal, 2503-4460
Zainul, M,, Endang, S, A,, Zainul, A,, dan Hamidah, N U, 2016, The Effect of Market Orientation Toward Organizational Learning, Innovation, Competitive Advantage, and Corporate Performance (A
Published
2018-08-07
How to Cite
PUTRI, Ni Kadek Nusanti; YASA, Ni Nyoman Kerti.
PERAN INOVASI PRODUK MEMEDIASI ORIENTASI PASAR TERHADAP KINERJA PEMASARAN (Studi pada Usaha Mikro, Kecil dan Menengah Pie Susu di Kota Denpasar).
Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, [S.l.], p. 111-120, aug. 2018.
ISSN 2302-8890.
Available at: <https://ojs.unud.ac.id/index.php/jmbk/article/view/37904>. Date accessed: 23 apr. 2024.
doi: https://doi.org/10.24843/MATRIK:JMBK.2018.v12.i02.p03.
Section
Articles
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